10 MINUTES WITH KIM LARSON

摘要

Kim Larson is a brand builder at heart. As the head of Google BrandLab, housed at Google-owned YouTube's headquarters in San Bruno, Calif., she has worked with brands such as Budweiser and General Mills to strengthen their brand resonance via video marketing. Larson, who studied neuroscience as an undergrad, says that she's always been intrigued by the art of creating brands that have long-term impact on culture. Before Google, Larson worked on the agency side at branding and strategy firm Prophet and on the client side as the vice president of brand experience and marketing at Jamba Juice. As the global brand marketing concept director at Nike, she helped drive the concept behind the original Nike+ and led the brand's influencer marketing initiatives. Now she works to help brands navigate a web of digital marketing opportunities and data-driven insights to deepen engagement and broaden their outreach. Marketing Insights caught up with Larson to learn about the challenges of marketing to a constantly connected, digital consumer base, the importance of establishing content-based success metrics, and what she's learned while mining data for everything from sneakers to smoothies.